The Strategy and Tactics of Pricing explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves.
This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined “value cascade” structure to the topics. Readers will also benefit from:
This comprehensive, managerially-focused text is a must-read for students and professionals with an interest in strategic marketing and pricing. A companion website features PowerPoint slides with instructor notes, discussion questions, and exercises, as well as suggested readings and cases with separate teaching notes for instructors.
Thomas T. Nagle, Ph.D., is a Senior Advisor in the Pricing and Profitability Management practice at Deloitte Consulting, USA. For over 30 years, he has developed many of the most popular analytical tools and conceptual frameworks for strategic pricing and profit improvement.
Georg Müller, Ph.D., is a Managing Director in the Pricing and Profitability Management practice at Deloitte Consulting, USA. He focuses on driving top-line margin improvement through strategic pricing for companies representing multiple sectors. He also leads executive development on strategic pricing at the University of Chicago, Booth School of Business, USA.
“The principles of business profitability stressed in The Strategy and Tactics of Pricing make it an absolute must-read for all business professionals who care about creating value and profitability for their organization. I have personally practiced the knowledge gained from The Strategy and Tactics of Pricing, operating in hyper-competitive business environments, with great success.”
—Lynn Guinn, Global Strategic Pricing Leader at Cargill, USA
“For over three decades, this book has been the most influential and highly regarded reference for pricing professionals. New sections on today’s most pressing business topics make it an indispensable tool to improve your company’s performance.”
—Kevin Mitchell, President of The Professional Pricing Society, Inc., USA
“The best pricing book on the planet! The go-to resource for pricing success—powerful, practical, and profitable!”
—Mark Bergen, James D. Watkins Chair in Marketing, Carlson School of Management, University of Minnesota, USA